by John Harrington
Major drinks firms are flagging up the Portman Group's new website for promoting safe drinking on drinks labels and ad campaigns.
The site, www.drinkaware.co.uk, which was launched last Friday, includes a unit calculator that allows customers to monitor their alcohol intake.
Labels featuring the website address are already being rolled out on Newcastle Brown Ale and Carling lager. Ready-to-drink brand WKD and Bacardi rum are set to follow suit.
The website address is also included in TV, cinema and outdoor advertising for Diageo's Smirnoff, Gordon's, Baileys and Archers brands in the run-up to Christmas.
The website, which Diageo helped to develop, features advice on safe drinking for specific groups of people including pregnant women, drivers and younger drinkers. It includes a self-assessment test for drinkers worried about their alcohol intake.
Portman said it expects pub and bar operators will also promote the site. Supermarket chain Asda is also backing it.
Portman chief executive Jean Coussins said: "The fact that major drinks brands and retailers will be promoting the site alongside unit labelling means consumers will instantly get to know about it, and will be encouraged to visit the site and find out more."